HOPPING MAD
BREW FOREVER — Beverage Design Project
PROJECT INFO:
This project was created for the class “Illustration for Client-Based Work” during my Visual Communication Design certificate, completed at Emily Carr University of Art & Design. The creative brief was provided to me, and I chose Bold Retro out of 4 aesthetic categories.
CLIENT NAME: Brew Forever Beer Co.
CLIENT INFO: Local, micro brewery
PRODUCT NAME: Hopping Mad Pale Ale
PRODUCT INFO: Pale ale made for those who love an extra strong, hoppy taste, crisp, floral aromatic, with a hint of citrus.
PRODUCT GOAL: This is a beer for people who stand out as being different, and want something refreshing bright and memorable.
MOODBOARD
CREATIVE BRIEF:
TARGET AUDIENCE — 19-30 yrs
AUDIENCE INTERESTS — Young, socializing, not mainstream, artists, art, black tattoos, arcades, electronic or indie rock music, bikes, drinking
DESIGN STYLE — Hip, trend-setting, edgy, humorous
COLOURS — Bold, eye-catching, black as accent
EARLY PROCESS
The feedback given was to simplify the rabbit, and find a more neutral typeface for the brewery’s name and Pale Ale. The result is a more impactful figure, and a greater emphasis on the beer’s title.
FINAL DRAFT
LATER PROCESS
WHISTLER FARMERS’ MARKET
THE CALLAGHAN
THE CHALLENGE
Incorporating a lot of needs into a simple composition required a lot of research and development, a process I love. It was important not to get carried away with the beer company branding, which was out of assignment’s scope.
My aim was to develop a strong mood, and create an eye-catching, legible design that would stand out from competitors. I wanted to create a narrative through the visual language used, and include an element of mystery, as that would appeal to the target audience.
